CASE STUDY UNILEVER GIFTING

THE CHALLENGE

 

Gifting represents a $100MM+ opportunity for Unilever. Their goal was to obtain a better understanding of the following: Impulse vs. planned buying, trading up and the consumer’s perception of the value, understanding of decision process. Of particular interest, was the need to understand gifting outside the December holiday period.

 

OUR THINKING

 

Capture insights from Male and Female shoppers during an important gifting season. Deep dive meetings with client on results, develop a planning and collaborative creative process. Create a Gifting Strategy playbook with specific details that would support Unilever’s growth drivers.

 

THE METHOD

 

Shopper engagement research including four (4) shop-along sessions each with 7-8 shoppers over Mother’s/ Father's Day in Drug and Mass. Presentation of research findings, planning meetings then four weeks design exploration.

 

OUR SOLUTION

 

Purchase Point created a playbook used as a repeatable model for year round gifting for Drug and Mass. The playbook included a “whole store” approach to gifting, linking insights with shopper traffic and decision processes. The appropriate display touch point for each location that was optimized for gifting. POSM supported gifting displays with a common graphic theme in areas shoppers were most likely to be looking for gifts. Artwork was created for rapid deployment throughout the year to include sale events, holiday and themed gifting.